Why “Great Content” Still Isn’t Enough Anymore
Lately, I’ve been thinking a lot about implementation.
Not in the abstract sense. Not as a buzzword.
But in the very real, practical way it shows up when you’re making buying decisions.
We spend a lot of time talking about great content, expert-led courses, and high-value programs. We debate pricing, positioning, outcomes, and credibility.
What we talk about far less is the cost of implementation.
Not financially — but cognitively and temporally.
A decision I made this week crystallized that for me.
When the Course Is Right — but the Answer Is Still No
I was very close to purchasing a course.
This wasn’t a casual consideration.
It wasn’t something I skimmed, bookmarked, and forgot about.
It was a course that, on paper, was an excellent fit for where I am and what I’m building.
And I didn’t buy it.
Not because it wasn’t valuable.
Not because I questioned the expertise behind it.
And not because the outcome wasn’t aligned.
I didn’t buy it because of how the content was delivered.
That distinction matters.
The Appeal of the Course (And Why It Worked)
The course focused on building a business with an eventual sale in mind.
Not rushing toward an exit.
Not chasing short-term wins.
But making intentional decisions now so you’re not scrambling later.
That framing mattered to me.
I’m not planning to sell tomorrow, but I am thinking carefully about the next few years. And that means decisions around structure, systems, risk, and positioning need to be made thoughtfully — now, not later.
When I read through what the course covered, my reaction wasn’t hesitation.
It was recognition.
This was the right topic, at the right time, from someone whose perspective I trust.
The Question That Changed Everything
Before purchasing, I asked a question.
I wanted to understand the format.
Specifically:
How much of the course was video
Whether there was audio available
Whether there were templates or tools to speed up implementation
And whether there was any AI-based support to help apply the material quickly
Because for me, the real question wasn’t:
“Is this good?”
It was:
“Can I actually use this right now?”
The Answer Was Reasonable — and Revealing
The response was straightforward and reasonable.
Most of the course was video.
There was some audio.
Templates were included.
There was no AI component.
Nothing about that response was wrong.
But it gave me the clarity I needed to pause.
Because it revealed something important about how the course was designed — and who it assumed the learner would be.
Video Is Not a Neutral Choice
This is the part many people don’t articulate clearly.
Video content is not a neutral delivery choice.
It requires:
Dedicated focus
Sitting at a screen
Sustained attention
Delaying action until after consumption
When someone says, “It’s only a few hours of video,” what they’re really saying is:
“Set aside uninterrupted time before you can move forward.”
For many experienced builders, that’s the friction point.
Not because they don’t value learning.
Not because they aren’t committed.
But because they’re already carrying a full cognitive load.
The Real Need: Decision Support, Not More Explanation
Here’s the irony.
I didn’t need more explanation.
I didn’t need more context.
I didn’t need more information.
I needed help deciding and applying.
If the offer had emphasized:
On-demand guidance instead of sequential watching
Audio-first access for thinking while walking or driving
Tools that translate concepts into decisions immediately
Support that meets you in the moment you’re actually working
I would have purchased without hesitation.
Same content.
Same price.
Same outcome.
Different experience.
Why This Isn’t Just a “Me” Problem
I don’t think this is unique to me.
I think a lot of people are quietly opting out of solid offers because the format assumes they want to consume information before they act.
What many people actually want is the opposite:
Faster clarity
Fewer decisions
Less friction
More momentum
This isn’t about impatience.
It’s about being intentional with time and energy — especially for people who already know enough to get started.
What This Means for Creators and Educators
This experience was a useful reminder for me as a creator.
Knowing your audience isn’t just about understanding their goals.
It’s about understanding:
How they want to engage
How much friction they’re willing to tolerate
What actually helps them move forward
Those considerations matter just as much as the quality of the content itself.
A course can be excellent and still not be the right fit — simply because of how much effort it takes to use.
Why Implementation-First Design Matters More Than Ever
I didn’t say no to that course because it wasn’t valuable.
I said no because the time investment didn’t match the way I work right now.
And that distinction matters — both as buyers and as builders.
This is one of the reasons I’ve been so focused on implementation-first design in my own work.
Not adding more content.
Not creating longer trainings.
But reducing the distance between insight and action.
Whether that’s through:
Audio-first learning
Decision support tools
Or AI-assisted implementation
The goal is the same:
Help people move forward without asking them to pause their life to do it.
Final Thought
The best ideas don’t win because they’re explained better.
They win because they’re easier to apply.
And increasingly, that’s what people are actually buying.
